摘要
随着中国旅游业国际国内市场份额的持续增长,旅游景区之间的品牌竞争愈演愈烈。河南省旅游景区的品牌效应逐渐显现,但在景区品牌传播方面还存在着一定的问题。利用融媒体技术改变传统的传播模式,实现新旧传播手段的交融和互补,为河南省内景区品牌传播提供了新的思路。
The brand of tourist attractions plays an increasingly important role in the development of tourism.However,there are still some problems in the brand communication of scenic spots in China,such as difficulty in integration and insufficient attention to image communication channels.Therefore,full use of the characteristics of media convergence should be applied to carry out the complex communication of new media advertising,dissemination of hot spots and"events",culture,films and videos,television and"fan economy",and pay attention to the cultural connotation and value promotion of scenic spots,so as to upgrade the brand of scenic spots communication power.
作者
李舒楠
LI Shunan(School of Journalism&Communication,Xinxiang University,Xinxiang 453000,China)
出处
《洛阳理工学院学报(社会科学版)》
2019年第5期37-40,共4页
Journal of Luoyang Institute of Science and Technology:Social Science Edition
关键词
旅游品牌
品牌传播力
融媒体
tourism brand
brand communication power
media convergence